Set up to fail: Twitter's new CEO and the glass cliff
In the ever-evolving saga of Twitter's leadership, Elon Musk has made a notable announcement on Thursday. He's found a successor, he claims, to inherit the reins of the social media giant, though he has not yet shared the identity of this brave soul. Rumours from the Wall Street Journal suggest it might be Linda Yaccarino, NBCUniversal's head of advertising. This transition isn't just a simple changing of the guard, though. There's a more intricate story here, one that potentially involves what's known as the "glass cliff" phenomenon. If you're not familiar with this term, don't worry. We're about to delve deep into it. It's a trend that's as intriguing as it is disconcerting, and it's high time we shed some light on it.
The concept of a "glass cliff" is a sinister sibling to the infamous "glass ceiling" - that invisible barrier that hinders women from reaching the upper echelons of leadership. But while the "glass ceiling" is a more commonly understood metaphor, the "glass cliff" is less recognized, yet equally detrimental. It describes a situation where women are more likely to be appointed to leadership roles during times of crisis or downturn, when the risk of failure is highest. The precariousness of these positions often leads to a metaphorical fall off the cliff, especially when they're asked to clean up messes they didn't make. This might be what's happening at Twitter, as it finds itself under public scrutiny and facing several challenges, from policy changes to advertising hiccups.
This pattern has been visible in other notable tech companies. Reddit's appointment of Ellen Pao during a period of significant policy changes and layoffs serves as a prime example. Pao bore the brunt of backlash for decisions likely orchestrated by others. Similarly, Yahoo's Marissa Mayer found herself in a scapegoat position, absorbing the fallout from her predecessor Scott Thompson's controversial actions.
Ellen Pao was widely blamed and faced severe backlash for the dismissal of Victoria Taylor, a popular employee, leading to site-wide protests and calls for Pao's resignation, despite the decision having been made by Alexis Ohanian, Reddit's cofounder and executive chairman.
Even in the humanitarian or diplomatic fields, this pattern emerges. Women are frequently called upon to mediate in peace negotiations, traditionally a male-dominated arena, particularly when conflicts reach a deadlock. They are expected to navigate these fraught situations, facing a higher chance of failure due to the complexity and volatility of the circumstances.
An illuminating study conducted by the Harvard Business Review sought to uncover the reasons behind this phenomenon. Through a series of experiments, they found that when a company, historically led by men, is performing well, participants predominantly chose a male CEO candidate. However, in crisis times, a majority leaned towards a female leader. Interestingly, when the company had a history of female leadership, the preference for a male or female leader in crisis times was equal, effectively neutralizing the glass cliff.
Such findings hint at solutions to this issue, even in the humanitarian world. First, actively challenging gender stereotypes and encouraging a broader understanding of effective leadership traits can help. This involves dismantling the idea that certain traits are inherently male or female and emphasizing a range of skills in leadership training programs.
Creating an environment where women leaders are the norm, not the exception, could mitigate the glass cliff phenomenon. This requires investing in mentorship programs, leadership development, and opportunities for women at all levels of the organization. While the glass cliff is a complex issue rooted in gender stereotypes and entrenched patterns of leadership, conscious effort and systemic changes can pave the way for a future where women leaders are given equal opportunities to succeed, not set up to fail.
